Target launches collections from Pinterest stars

New product lines designed by Canadian online influencers and top "pinners"

Known for its collaborations with designers like Nate Berkus and Jason Wu, Target has moved to the world of online influencers and tastemakers.

 

Jan Halvarson of Poppytalk.com with her husband and partner Earl Einarson at the Vancouver launch event.

The retailer is launching a new limited-edition party wares collection designed by popular Vancouver blogger Jan Halvarson of Poppytalk.com, and her husband and partner, Earl Einarson. The collection is part of Target’s first collaboration with three online influencers and top “pinners” on Pinterest, who were tasked with creating new party and entertaining lines. The design partners also include Joy Cho of Oh Joy!, whose line launched in March, and Kate Arends of Wit & Delight, whose collection will launch in September.

“Target has a long history of collaborating with innovative partners and we have a strong relationship with influencers as well,” said Lisa Gibson, head of public relations at Target Canada. “Our goal is to make new and unique products accessible to the masses. And we keep looking at ways to keep the design partnerships fresh and exciting for our guests.

“Influencers help drive purchasing decisions and a lot of our guests are active on social sites, so this just felt like a really good fit,” she added.

The “glamping”-themed (glamorous camping) Poppytalk for Target collection hits store shelves in Canada and the U.S. on June 22. The collection is meant to provide consumers with a grown-up take on the camping experience, with Victorian-inspired details and florals in soft, colourful hues. The items include bowls and cake stands in printed corrugate cardboard, string lights, lanterns, s’mores skewers and camping stoves.

The collection debuted at an event in Vancouver last week, which was attended by the Poppytalk designers, media, some Poppytalk fans and Target’s social media team, who live-Tweeted the event.

Advertising Articles

Hall of Legends 2015:
Stephen Graham

A global leader in moving brands through a crisis

Hall of Legends 2015:
Syd Kessler

Trust and honour are everything to this generous mentor

Scotiabank brings its movie marketing to Instagram

The Scene loyalty program finds a new home on Instagram

Hall of Legends 2015:
Andy Macaulay

Being the youngest kid in a political family helped found a remarkable career

Hall of Legends 2015:
Arlene Dickinson

An entrepreneur who's building her business around those who follow suit

Bud’s Red Lights bring Quebec puck makers to Nassau Coliseum

Anomaly crafts more stories of everyday fans getting big-league surprises

Travel Alberta uses Tumblr to inspire “winterlust”

Sponsored posts and targeted online ads tell travelers "Remember to breathe"

Jeff Dack joins Lowe Roche as chief strategy officer

The exec will be tasked with continuing the growth of strategy at the agency

Steve Groh joins Cossette in Toronto

Former Bensimon-Byrne VP joins recently acquired agency